A Fulfilling Year At Beech-Nut

Evan Eckman, Chief Marketing Officer for Hero Group-North America, says the company is offering moms more choices through innovation — while helping those in need.

Progressive Grocer: Tell us about Beech-Nut's "A Jar For A Jar" charitable cause partnered with Feed The Children and ABC Family star, Melissa Joan Hart.

"Beech-Nut has been a partner of Feed the Children, the International Hunger Relief Agency, for more than 20 years. 2011 has been a particularly difficult year for U.S. families - with devastating tornados, floods and on-going economic challenges. Recently, Feed the Children asked Beech-Nut to provide extra help for a growing number of families in need. We immediately provided 15 truckloads of food but then took it a step further. We knew our Beech-Nut moms would want to get involved to raise awareness. Melissa Joan Hart, a Beech-Nut mom herself and passionate about children's issues, joined as our Ambassador. We then partnered with The Today Show's Al Roker for his annual national food bank drive called "Lend A Hand". Collectively over recent months, Beech-Nut has contributed millions of infant meals to a very worthy cause and donated over 100 million meals since our Feed the Children partnership began in 1990." (www.facebook.com/BeechNut "A Jar For A Jar")

PG: What are some of the trends occurring in the Baby Food category this year?

"Since the current economic recession began, the U.S. birth rate is down. This has had an impact on the Infant Care categories in terms of volume growth. To stimulate more growth in the baby food categories, Beech-Nut has focused on meaningful product innovation. In 2011, we introduced about 40 new products across our Infant and Toddler portfolios. Beech-Nut's focus is on providing moms with value-added product offerings that grow the category. It's a win for moms, it's a win for our valued retailer partners and, ultimately, it's a win for the Beech-Nut company."

PG: Tell us about your new "Stage 2½ product range called "Textures".

"Beech-Nut is a strong supporter of the Special Supplemental Nutrition Program for Woman, Infants and Children known as WIC. We believe that a family's economic hardship should never compromise their ability to provide their children with good nutrition. When WIC nutritionists across the U.S. told us that babies needed a thicker textured product in a 4oz jar, we listened. We're proud to introduce 10 new WIC-eligible fruits and vegetables in 4oz jars to further support the oral development of babies 8 months plus before they transition to table food."

PG: Pouches seems to be a big new trend. What led you to introduce your new "Fruities On-The-Go" pouch range?

"Fruit puree pouches became popular in Europe a few years ago. Since that time, they have grown significantly and have found their way to the U.S. They're a great way for moms to provide a healthy snack for their children. Moms love Fruities On-The-Go because they're from BeechNut, a brand name they can trust. And they're 100% natural providing a full serving of fruit. Toddlers and pre-schoolers love them because of the Disney characters and they're fun to eat - but ultimately, they just taste great! Beech-Nut Fruities On-The-Go pouches have an SRP of .99 cents. That makes them affordable as an everyday snack vs. some of the other fruit pouches offered at $1.59 or even higher."

PG: We see that you have now added Beech-Nut Homestyle "Mott's" applesauce to your branded ingredient partnership. Tell us more.

"Moms really love our Stage-1, Stage-2 and Stage-3 Beech-Nut Homestyle baby foods - with branded ingredients like Chiquita bananas and Green Giant veggies. This fall, our Homestyle range will add "Mott's" applesauce. These three iconic brands, partnered with Beech-Nut, let moms know Beech-Nut Homestyle offers a quality standard they can trust and a taste their baby will really enjoy."

PG: We understand you also have a new TV commercial for Beech-Nut Homestyle.

"To support our new Beech-Nut Homestyle range, we have a great new 30 second TV spot coming out this Fall. It strongly delivers our Homestyle message - but it's also a lot of fun to watch! Hero Group is fully committed to invest in the Beech-Nut brand and company - and has helped propel Beech-Nut's revitalization since the acquisition in 2005."

PG: Hero Croup's investment in Beech-Nut includes your new state-of-art manufacturing facility in Amsterdam, NY - recently awarded LEED-certification (Leadership in Energy & Environmental Design). What is its significance?

"Beech-Nut's $124 million Amsterdam, NY facility, which opened in June 2010, was designed to achieve LEED certification for energy use, lighting, water and material use. This year, Beech-Nut celebrates the 80th anniversary of producing the world's first vacuum-sealed baby food jar in its home of upstate New York. Beech-Nut's founding principle in 1931 was simple: through its All Natural Ingredients Philosophy, help nourish Americas children to provide them with an opportunity for a better future. As the world's first LEED-certified baby food production facility, it's fitting that Beech-Nut now embarks on a new generational commitment based upon that same principle. As a family-owned company, Beech-Nut's priorities and investments reflect our values. By using less energy and water, Beech-Nut is able to save resources for families by reducing greenhouse gas emissions which contributes to a healthier environment for future generations."

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